LuisaViaRoma Releases Digital Multi-Model Runway Present Starring Mariacarla Boscono

MILAN — Mariacarla Boscono is a tough employee.

After a busy week strolling the catwalks of the likes of Bottega Veneta and Jil Sander and participating into Roberto Cavalli’s tribute that closed the model’s spring 2025 present, the Italian prime mannequin featured in “LVR Digital Runway,” a digital multibrand present LuisaViaRoma launched on Tuesday.

The challenge is aimed toward presenting the retailer’s fall 2024 providing differently — one that would interact extra with customers in comparison with still-life pictures. The challenge highlights round 60 appears mixing established and rising manufacturers.

The retailer tapped Italian celeb stylist Ramona Tabita, who has labored with purchasers similar to Boscono herself, Italian rapper Ghali and “The White Lotus” actress Simona Tabasco.

“This digital present represents a brand new alternative to deliver a choice of essentially the most influential manufacturers and designers on the planet to the runway, mixing clothes in an surprising manner due to the assistance and nice work of Ramona,” mentioned Tommaso Andorlini, chief government officer of the retailer since late July 2023.

Further content material flanks the video of the present, together with behind-the-scenes clips and unique interviews, to make the on-line purchasing expertise extra compelling.

“The purpose is to interact our person base, in order that they don’t seem to be simply passive in watching a video however can work together with it and purchase merchandise they see immediately,” Andorlini mentioned. Particularly, customers watching the present can click on on a banner showing beneath every look because the mannequin walks the runway and uncover the only items making up the outfit.

Tabita discovered difficult working for the primary time on a multibrand style present, however mentioned LuisaViaRoma left her “free to speak my aesthetic by its choice of clothes and equipment.”

“I had already labored on the styling of single-brand reveals, however with the ability to choose my favourite items from main style homes and mixing them with extra area of interest labels was an attention-grabbing work for me, completely completely different from the same old and really enjoyable,” mentioned Tabita, who styled items from the likes of Gucci, Bottega Veneta, Coperni and Dries Van Noten with Christopher Esber and Auralee, amongst others.

“The purpose was to create robust appears that might be shoppable and provides a unique interpretation and styling to clothes that one by no means thought may put on,” Tabita mentioned. “It’s definitely a unique job [compared to what I usually do]: with the artists, I begin from their character and attempt to improve it after I create the appears. With the fashions on this present, I attempted to characterize various kinds of up to date women and men on the catwalk.”

The challenge is conceived as an evolution of the bodily reveals staged by LuisaViaRoma prior to now.

LuisaViaRoma was established by president Luisa Jaquin — the grandmother of the retailer’s president Andrea Panconesi — who opened the idea retailer in 1929. Following Fashion Capital’s funding of 130 million euros to accumulate a 40 % stake within the retailer in 2021, Panconesi left his put up as CEO to be president of the corporate, whereas his daughter Annagreta serves as inventive director of each the web site and bodily shops.